Abstract: Globally, there has been a noticeable surge in demand for environmentally friendly items in the past several years. Studies have shown that there is insufficient usage of environmentally friendly items. This study aims to determine how customers’ attitudes toward green goods (ATG) affect their purchase intentions (PI) for environmentally friendly items. One of Dhaka most prominent and respectable university students provided a total of 118 online survey responses of Bangladesh. Furthermore, a Partial Least Square Structural Equation Modeling (PLS-SEM) was used with Smart-PLS 3.0 to analyze the data. The study’s findings showed that while perceived product quality (PPQ), egoistic values (EV), and consumer perceived behavioral control (PBC) have a positive impact, social norms (SN) have a negative effect and perceived product price (PPP) has no significant effect on consumers’ attitudes toward the environment, while attitudes toward the environment (ATG) have an affirmative effect on consumers’ purchase intentions (PI) for environmentally friendly products. In purchase intention (PI), the impacts of PBC, SN, EV, PPQ, and PPP have been mediated by customers’ attitudes toward greenness (ATG). In the context of southern Punjab, Bangladesh, consumers’ intentions to purchase environmentally friendly products, the study provides more insightful information on the numerous topics of future research.

Keywords: Environmentally Friendly Products, Attitude towards Green, Egoistic Values, Theory of Planned Behavior, Bangladesh.